Broad River Furniture Announces Launch of Outdoor by Ashley Homestore

Broad River Furniture, a licensee of Ashley HomeStore, announces the official launch of Outdoor byAshley, an entirely new line of Outdoor by Ashley HomeStore now in its stores.

The large collection of dining sets, sectionals, accent chairs, chat sets, fire pits and more was unveiled last Wednesday at the Company’s “Outshine the Sun” launch event at its Fort Mill, S.C. headquarters. Special guest Andy Sokol, Vice President, Merchandising – Outdoor, for Ashley Furniture Industries, Inc., presented the new line to Broad River’s Corporate and Retail Leaders, vendors and invited guests. Sokol designed the line and conducted discussion tours through each vignette to explain the various features and characteristics to the store leaders, top-performing Home Furnishings Consultants and others gathered for the occasion.

In partnership with Charlie Malouf, Broad River’s President and CEO, and Jonathan Houck, Vice President, Merchandising, Visual Impact and Store Design, Sokol introduced the guests to Ashley’s low maintenance Outdoor line and its new NuvellaTM Performance Fabric. Nuvella is made from solution-dyed synthetic fibers, resulting in a complete penetration of color into the fibers for dramatically increased color fastness to light, improved abrasion, easy cleaning and maintenance. Nuvella is used on all cushions and umbrellas in the Outdoor by Ashley HomeStore line.

“I designed the line the way I like to live outdoors,’ explained Sokol, “and that included fire pits, large umbrellas to shade dining areas, and even adjusting the height of the chaise lounges to make it easier for guests to sit and rise.” Sokol was hired in 2016 specifically to develop the line, a task he accomplished in a mere two months. “I’m already designing for next year and plan to double the assortment, based on our initial success,” he told Broad River’s executives.

“We’re excited to bring Ashley’s reputation for quality, style and legendary value into this new line of Outdoor Furniture,” stated Charlie Malouf, President and CEO. “We have a wide variety of styles and sets, with wrought iron- and wicker- looks, an expandable table that seats up to eight, and smaller sets that can work for any size outdoor living area, balcony or sun room. The sectionals, cocktail tables and ottomans are particularly versatile. We’ve had customers ask if we sold patio furniture for years and are very excited that our partner, Ashley Furniture Industries, has launched it. We couldn’t wait to get in the front of the line to have it in our stores.”

Ashley’s new Outdoor Furniture is crafted for comfort and durability from extruded and cast aluminum, which is completely rust-free for years of enjoyment and easy to move to accommodate changing entertaining needs. The woven resin wicker is easy to clean and maintain. Some tables feature natural-looking faux wood accents.

To add extra charm to outdoor living spaces, Ashley also offers a variety of fire pits and columns, and even an umbrella hole fire bowl, plus patio heaters designed to match the furniture groupings. Fire pits can also be converted to natural gas and feature easy access to the adjustable flame control. A variety of outdoor rugs and pillows add pattern and color to customers’ settings. The new 9 or 11-foot auto-tilt or cantilever umbrellas add a pop of color to entertaining spaces, too. Some models have LED lights with a convenient on/off switch for easy use and numerous vertical positions to keep guests cool and in the shade.

*Professional service is recommended for conversion. Must be done by a licensed technician.

“The new Outdoor line creates an inviting entry experience for our guests in all our stores now,“ commented Houck, “and we’re excited to extend Ashley to the great outdoors. The attractive styling and low maintenance aspects of the line, even down to the nice hand of the Nuvella fabric which makes the seating so comfortable, are all wonderful and highly desirable features.”

No outdoor entertaining event would be complete without music, which was provided by Queen City Jazz Trio. Sokol also got in on the fun sitting in with the trio to play “Kansas City Blues” on his harmonica, reminiscent of his years with a blues band that once opened for James Brown.

All of Broad River’s 15 Ashley HomeStores and Outlet carry the new Outdoor line, and the entire collection can be seen at AshleyHomeStore.com.

About Broad River Furniture
Broad River is one of Furniture Today’s Top 100 Furniture Stores. The Company was also recognized by Furniture Today as one of four Retail Giants of Bedding in the U.S. based on its achievements in the competitive mattress arena.

Founded in 2003 by Executive Chairman Jonathan Ishee and headquartered in Fort Mill, S.C., Broad River Furniture is the regional licensee of 15 Ashley HomeStores in North Carolina, South Carolina and Georgia and one Ashley HomeStore outlet in Charlotte. The privately held Company employs over 500 at its stores, distribution center and corporate office.

For More Information Contact:
Karen McKenzie, Broad River Furniture, 803-228-4828, kmckenzie@shopashley.com